presentacion - ponencia keko ponte
TRANSCRIPT
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VELOCIDAD
ADAPTACIÓN
TECNOLOGÍA
NUEVOS PERFILES
Jaime Fdez de la
Puente-Campano
Marketing & Business
Development Director
INTRO
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OMNICANALIDAD
DATA
CONSUMER EXPERIENCE
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LO UNICO FINITO SON LOS CLIENTES
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CONFIANZA Canales de ComunicaciónFuente: Nielsen Global Trust in Advertising 2014
Reco de Amigos (84%)
Website de la Marca (69%)
Comentarios Online (68%)
Contenidos Editoriales (67%)
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EXPERIENCIA
DISEÑO
USABILIDAD
SERVICIO AL CLIENTE
COMUNICACIÓN RELEVANTE
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“When a company is filled with
engineers, it turns to engineering to
solve problems. Reduce each
decision to a simple logic problem. “
Douglas BowmanEx Visual Design Lead
Creative Director Twitter
1.DISEÑO
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KISFASKeep it Simple FAST and Stupid
KISSKeep it Simple and Stupid
2.USABILIDAD
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SERVICIO AL CLIENTE
Incluir valoraciones de
producto o servicios
+18%En Ventas*
Fuente: Reevoo Study
3.SERVICIO AL CLIENTE
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+19% en facturación por ½ estrella más en Yelp
66% cambiaron de marca por un mal servicio al cliente
3.SERVICIO AL CLIENTE
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SERVICIO AL CLIENTE3.SERVICIO AL CLIENTE
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Experiencia In-Store
3.SERVICIO AL CLIENTE
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Mensaje adaptado al canal donde
comunicamos
4.COMUNICACIÓN RELEVANTE
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4.COMUNICACIÓN RELEVANTE
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Keko Ponte
La experiencia de clientes
desde la perspectiva de la
Omnicanalidad
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ExperienciaDe ClienteOmnicanal:Principales Retos
@kekoponte
Socio Director de Producto en The Cocktail
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TecnologíaMedición OrganizacionesProcesos de trabajoFeatures
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ERP
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ERP
CATÁLOGO
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ERP
CATÁLOGO
LOGÍSTICA
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ERP
CATÁLOGO
LOGÍSTICA
CRM
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ERP
CATÁLOGO
LOGÍSTICA
CRM
TPV PAGOS
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ERP
CATÁLOGO
LOGÍSTICA
CRM
TPV PAGOS
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CMS
BBDD
PAGOS
CATÁLOGO
ERP
CATÁLOGO
LOGÍSTICA
CRM
TPV PAGOS
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CMS
BBDD
PAGOS
CATÁLOGO
ERP
CATÁLOGO
LOGÍSTICA
CRM
TPV PAGOS
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CMS
BBDDs
PAGOS
CATÁLOGO
ERP
CATÁLOGO
LOGÍSTICA
CRM
TPV PAGOS
CMS
BBDDs
PAGOS
CATÁLOGO
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CMS
BBDDs
PAGOS
CATÁLOGO
ERP
CATÁLOGO
LOGÍSTICA
CRM
TPV PAGOS
CMS
BBDDs
PAGOS
CATÁLOGO
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CMS
BBDDs
PAGOS
CATÁLOGO
ERP
CATÁLOGO
LOGÍSTICA
CRM
TPV PAGOS
CMS
BBDDs
PAGOS
CATÁLOGO
?
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CMS
BBDDs
PAGOS
CATÁLOGO
ERP
CATÁLOGO
LOGÍSTICA
CRM
TPV PAGOS
CMS
BBDDs
PAGOS
CATÁLOGO
?FTP
S3
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PLATAFORMA
CENTRALIZADA
Tienda FísicaWeb
Móvil
TV
ETC…
PAGOS
PAGOS FRONT
PAGOS FRONT
PAGOS FRONT
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TecnologíaMediciónOrganizacionesProcesos de trabajoFeatures
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Half the money I spend on advertising is wasted; the trouble is I don't know which half.
John Wanamaker
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fb
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fb
web
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fb
web
store
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fb
web
store
kiosk
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fb
web
store
kiosk
mobile
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fb
web
store
kiosk
mobile
shop
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Quién ha vendidola camiseta?
¿
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Métricas de negocioInteligencia de negocioCRMProveedores de logísticaAnalítica Web DisgregadaSocial CRM (ehem)
Analítica Integrada
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Confiar en que los puntos se conectarán en el futuro.
Experiencia del consumidorVisión completa del customer journeyAtribuir el valor real a una transacciónVisión 360º sobre nuestro negocio
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TecnologíaMediciónOrganizacionesProcesos de trabajoFeatures
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De quién esresponsabilidad una estrategia omnicanal?
¿
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El Modo Clásico
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Estilo 90s
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DigitalNo Digital
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1
Good News For CBA Staff Bonuses: Customer Satisfaction Is Up Again
Business Insider
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By 2017 the CMO will spend more on IT than the CIOLaura McLellan, Research VP @ Gartner
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Gestión de RiesgoTalentoConocimientoMétricaOperaciones
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TecnologíaMediciónOrganizacionesProcesos de trabajoFeatures
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Research Test Cualitativo Test Cuantitativo
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Siempre estás en Beta
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TecnologíaMediciónOrganizacionesProcesos de trabajoFeatures
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weather weatherapp weather and time simpleweather cityweather easyweather sengza
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Prioriza lasnecesidades de sususuarios sobre lasde la propia organización
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El móvil es el principal agente discriminador funcional
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MuchasGracias.
@kekoponte
Socio Director de Producto en The Cocktail